While moderating a panel, Jeffrey Hayzlett, Kodak Chief Marketing Officer, noted that ROI (in addition to its usual “Return on Investment”) can also mean “Return on Ignoring” if a business or organization sticks its collective head in the sand about the fundamental changes wrought by the social Web.

Couldn’t agree more.

The connectivity of the Web and cellular technology, in the hands of humans who desire connection, is equivalent to the impact of the printing press in Western culture or movable type in East Asian culture. In fact, it has MORE impact because we can reach around the world with it almost instantly. The “Return on Ignoring” is finding that one’s business has been left behind.

Yet, the scoffs and laughter continue amongst those who will not see, unfortunately many of them around my age (I’m 48.)

I see the path and I’m heading down it with confidence, even if I have to leave a few folks wandering behind in the wilderness. They see a mirage called “the way it was,” but my feet are taking me along the path carved by “the way it is.”

Want to travel with me?

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2 Comments

I’ve always called it “Risk of Ignoring,” but mean the same thing by it. Since I also believe it’s not an option for businesses, I’ll go take a look at Des’s post. Thanks for pointing it out. Kudos on what you’re doing with this blog.